Reliability and validity of children’s advertising exposure measures

Purpose First, three levels of content specificity for assessing children’s exposure to advertising were distinguished as follows: exposure to the medium, exposure to broad content and exposure to specific (i.e. commercial) content. Second, using longitudinal data from 165 children between 8 and 11 years old, the test-retest reliability and content validity of survey measures from all three levels were examined. Design/methodology/approach Due to societal concerns about the effects of advertising on children’s well-being, research into this topic is expanding. To enhance knowledge accumulation and bring uniformity to the field, a validated standard survey measure of advertising exposure is needed. The aim of this study is to provide such measures for television and internet advertising. Findings The findings suggest that all measures provided solid estimates for children’s television and internet advertising exposure. Yet, due to minor differences in reliability and validity, it may be concluded that television advertising exposure can best be measured by asking children how often they watch certain popular (commercial) television networks, either weighting or not weighting for advertising density. Internet advertising exposure can best be measured by asking children how often they use the internet or how often they visit certain popular websites, weighting for advertising density. Originality/value The current measures for children’s advertising exposure through traditional media can easily be adapted to fit new media.

ADVERTISING IN THE INTERNET: THEORETICAL ANALYSIS AND FEATURES

Purpose. The purpose of the article consists of theoretically analyzing advertising on the Internet and determining its species’ characteristics. Design/methodology/approach. The following methods were used in the research process: generalization, synthesis, grouping, induction, deduction, vertical, horizontal, tabular. Findings. This article highlights the analysis of the leading indicators of the Internet advertising market and the most popular advertising types in the network. Internet advertising’s main tasks as an essential tool of the marketing strategy of any kind of activity, a form of enterprise ownership, and business size are revealed. The classification of Internet advertising has been improved, where the main types are grouped according to the eleven features. The essence of every kind of advertising is revealed, the theoretical understanding of which will allow the advertiser to make an effective decision on the feasibility of advertising tools, settings, minimizing risks in promotion, rational use of the advertising budget, and improving performance end of the show. A comparative assessment and features of the most popular types of advertising on the network revealed the advantages and disadvantages of Internet advertising to improve its theoretical analysis. Practical implications. The constant dynamics of the Internet market create an increase in advertising requirements on the part of the advertiser and the target audience. Advertising settings and targeting are systematically updated, some types of advertising are losing popularity, and others are being replaced. There are many problems in promoting products on the Internet, so this topic needs to improve the theoretical and practical approaches to the use of advertising on the Internet as part of enterprises and organizations’ business strategy. Originality/value. The development of the information society and the Internet affect people’s lives and new communication links in the business. Business on the Internet is not an advantage among competitors but a necessary condition in the marketing strategy. There is the growth of Internet users, the emergence of new advertising tools, thematic portals, search engines, websites, advertising platforms contributes have to make effects to the development of the Internet advertising market.

Relationships Between Exposure to Different Gambling Advertising Types, Advertising Impact and Problem Gambling

People with gambling problems report more exposure and impact from gambling advertising, although less is known regarding the role of specific advertising types. Data on gamblers (n = 5830, 48.5% women, mean age = 44.27) was collected from a general population cross-sectional survey in Norway (32.7% response rate). We examined if problem gambling was associated with perceived advertising impact (on gambling involvement, awareness, and knowledge) or exposure (via internet, TV, retail outlet, newspaper, and direct advertising). We also investigated if advertising exposure was associated with advertising impact. ANOVAs revealed that problem gambling was associated with increased perceived advertising impact on gambling involvement (ω2 = 0.09, p < .001) and awareness of gambling (ω2 = 0.04, p < .001). Reported exposure to direct advertising increased linearly with problem gambling level (ω2 = 0.04, p < .001), whereas we found small/no differences in exposure to other types of advertising. Multiple regressions revealed that among advertising types, internet advertising was the strongest predictor of perceived advertising impact on gambling involvement (β = 0.1, p < .001). TV advertising was the strongest predictor of advertising impact on knowledge of gambling forms and operators (β = 0.28, p < .001) and awareness of gambling (β = .05, p < .05). Future studies should elucidate how different subtypes of internet advertising impact gambling involvement. Clinicians should assess clients’ experiences with direct advertising and devise interventions for coping. Researchers should be aware that internet and direct advertising allow for more tailored content compared to other advertising types.

Research on Regulation of Internet Advertising Platform

As advertisement publishers, Internet advertising platforms are the main media and channels for Internet commercial paid advertisements. Management norms and control mechanisms act are the first barrier in actual governance activities. Interest-oriented Internet platforms have natural defects in the process of regulation. The Internet advertising platform has multiple identities such as participants in the public governance of Internet advertising, rule-makers, discourse system builders, advertising publishers, product development and operators, platform owners, and service providers. Internet advertising platforms need to strengthen their own regulations to improve advertising content review rules, advertising qualification access rules, operations and channel management mechanisms, and also need to strengthen their own self-discipline[1]. At the same time, government regulatory agencies and industry organizations need to strengthen the supervision of the platform, and the society and the media also need to strengthen supervision and participation.

What do information centric networks, trusted execution environments, and digital watermarking have to do with privacy, the data economy, and their future?

What if instead of having to implement controversial user tracking techniques, Internet advertising & marketing companies asked explicitly to be granted access to user data by name and category, such as Alice→Mobility→05-11-2020? The technology for implementing this already exists, and is none other than the Information Centric Networks (ICN), developed for over a decade in the framework of Next Generation Internet (NGI) initiatives. Beyond named access to personal data, ICN's in-network storage capability can be used as a substrate for retrieving aggregated, anonymized data, or even for executing complex analytics within the network, with no personal data leaking outside. In this opinion article we discuss how ICNs combined with trusted execution environments and digital watermarking, can be combined to build a personal data overlay inter-network in which users will be able to control who gets access to their personal data, know where each copy of said data is, negotiate payments in exchange for data, and even claim ownership, and establish accountability for data leakages due to malfunctions or malice. Of course, coming up with concrete designs about how to achieve all the above will require a huge effort from a dedicated community willing to change how personal data are handled on the Internet. Our hope is that this opinion article can plant some initial seeds towards this direction.